James Cameron is fronting a new $11 million-plus campaign to market New Zealand overseas.

Tourism New Zealand says the movie-maker's appearance in the short film is a coup for the organisation which has never had access to such a globally recognised star.

The video shows Cameron walking on the Tasman Glacier, kayaking through a Dart River canyon and taking in the sweeping views of Blanket Bay by helicopter.

All this, while he narrates a script based on a Ted Talk he gave about travel and curiosity.

The campaign will play primarily through digital channels in key markets in the United States, China and Australia, as well as next-tier targets Germany, Japan and Britain.

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